by MK
Every Saturday we’re spotlighting remarkable local females who could change the way we look at the world. This Saturday is Chiara Marchi’s turn, famous blogger, entrepreneur and a dressed to the nines Triestina with a zest for life.
Miss Claire (pseudonym of Chiara Marchi), a famous local blogger who counts more than 16 thousand followers on Instagram and 75 thousand on Facebook, tells us the story of becoming the It girl of Trieste, being adventurous and always following her heart.
Miss Claire – is that a nickname?
MC: Well, my name is Chiara, therefore Claire. But it’s also a play on words as in Triestino “mi sclero” means “I go crazy” and it sounds like “Miss Claire”. I’ve always been a workaholic and I’ve always done many things at the same time, thus the phrase “I go crazy” definitely defines me.
Fun! Are you a Triestina?
Yes, I was born and raised in Trieste. My parents were Triestini but my grandparents were from Croatia, Slovenia and Austria.
Have you always wanted to become a blogger?
After high school I took off on my first adventure of becoming a flight attendant in Milan, following in my mother’s footsteps. However after 9/11 I decided to quit and come back to my hometown, Trieste. I always had a knack for marketing but I didn’t find my way instantly. For a while I worked for Nintendo (I found the job thanks to friends in Milan). Basically my job was to test games – a dream job for many. My friends kept telling me to send my CV to Sony but I didn’t as I thought I’d never get a call back.
You sound adventurous! Always ready for new experiences.
Oh yes, absolutely. So then one day I got a call from Sony offering me a marketing position in their company. I thought it was a joke since I didn’t send them my CV. The same day I got a call from my uncle offering me a job at his company in the coffee sector, saying that he needs someone to help with the family business.
You found yourself at cross-roads. What did you choose?
I followed my heart and chose family. I was 22 at the time but I knew I wanted to have something of my own. I’ve always been great at sales and marketing and that’s what I did at my uncle’s company where my adventure in the world of coffee began. Eventually, I left the company for another job in the same sector.
You started working as a marketing executive at a very young age. Were you always taken seriously?
Not at all, many times my clients would ask me if I came to the meetings with my dad. I would always wear heels and tailored suits to look older. I was young and full of energy so after a work week at the office, I would come home, take off the suit and go work at a disco.
How did you come up with your blog?
I opened my Facebook page in 2012 where I started posting everything related to food, coffee, and style. Back in the day, I was one of the few who did that. I would post constantly, almost every hour and I instantly gained many followers. On a business trip I met a person who wanted to buy my Facebook page for 25,000 euro.
Wow
I was really surprised and thought of selling it for a bit. But then I realized it was probably worth a lot more. I had always wanted to have a business of my own and perhaps, without realizing it, I had the keys to the right doors all along.
Amazing.
The only problem was that I didn’t have enough money to start out, which meant asking for a loan at the bank. Plus, at the time I was married to a guy who was working part time and my son Giovanni was very young. I was fine with being the breadwinner of the family but as you can imagine I couldn’t just leave my job.
Sure.
I remember it was the beginning of November when I started researching Friuli Venezia Giulia’s market and didn’t find any blog connected to food, travel and craftsmanship. I knew I wanted to help the artisans in our region and promote their businesses. I also loved traveling and sharing my experiences with others. Eventually, I combined those passions and turned them into my Miss Claire blog.
Good thinking!
I asked the company I worked for to fire me so I could get my unemployment benefits for nine months which gave me the time to focus on my business and build it from scratch. I quit my job in January and I knew I had exactly nine months to make it work. Usually it takes about two years for a business to take off, but I had to get a move on as I had a family to support.
Courageous.
So I opened my Instagram page and then my blog. I asked friends to help me with my logo, with writing and translation. I wanted my blog to be in both Italian and English languages from the start as I always had an international vision.
How does your blog work exactly?
I only talk positively about places or things. If I don’t like something, I prefer not to say anything. I know people listen to my advice so I prefer not to bring anyone down. It’s just not me. I only talk about what I love. So of course I have to be selective to where I go and what I write about, as I have to be sincere.
Did you start off with FVG?
You know I always felt I belonged to Austrian Empire more than Friuli. For what Trieste represents and what my family represents, I always felt closer to Mittleurope. So Friuli wasn’t my first thought. Friuli and Trieste are two worlds apart, the history and people are completely different. And when I’m in Vienna or in Croatia, I feel at home. So I decided to open my blog to Austria, Croatia an Slovenia.
Fantastic!
Now I create the connections between various companies. For example, someone here in Trieste doesn’t know about the company in Austria. And I connect them, I make that happen. It is fun and very satisfying. I love helping people and small businesses.
Have you ever been criticized?
A lot, but I could care less. I love doing what I do. And I do things with ease because I am creative. Sure, you get judged a lot but it doesn’t mean anything. It was a huge satisfaction to see Municipalities of Grado and Sapada call me to do their communications for them. I believe that you can’t have everything right away, you really have to work to have your own business.
But going back, were you able to manage to get your business off the ground in those nine months?
I instantly started working with a translator as I wanted to have perfect texts. hired a photographer as I needed my site to look professional. And eventually I would go around to various restaurants telling them I would write about them on my blog. At the beginning I would just ask for free rooms or meals as I didn’t really know that that would work. But as I was getting closer to my nine months deadline and I didn’t have much money left, I knew I had to come up with something else.
And?
One day I wrote an article about a great restaurant Dan in Nova Gorica. Eventually the owner called me saying that put ads everywhere but had never gotten as much feedback as he did from my blog. He told me 30 people came to his restaurant thanks to me and so he asked me for another article, paid. And thus it took off. It was September when I finally started getting money for what I did.
Well done you.
I knew I had to work hard to continue making it. My first clients were Croatia, then Austria, then Slovenia and in the end Friuli Venezia Giulia, which didn’t really take me seriously.
Did your friends attitude change since you became famous?
No, friends are always friends. But some acquaintances stopped being friendly with me as I am very direct and not everyone likes that.
When did you know you made it?
I guess, when in 2019 I won the Croatian prize for the best blogger who writes about Croatia (in Italy!). I was off my head with joy.
When people ask what you do, what do you say?
I say I’m a blogger.
What reaction to you get?
Generally speaking when I say I am a blogger, I get the looks like I don’t really do anything. Some people think it’s not a real job, or you’re super rich and you’re just do it as a hobby. Most people don’t get how much work there is behind it.
Other things you’re proud of?
I published “Trieste al Femminile”(Trieste from a Female Perspective) a couple of years ago. It’s a guide created by women for women. You can find it in the bookstores near you.
You’re very creative.
I am. I love creating, I love helping people make connections they otherwise wouldn’t. I try to help local and Mittleuropean artisans by inviting clients to visit their shops via my social networks and use “Manda Miss Claire” (Miss Claire sends me, ed.) discount. Artisans like artists a lot of time have a hard time putting a price on their art works and I feel the need to help them.
What are the characteristics of a successful blogger?
Perseverance, flexibility and creativity, yes.
Is there something you wish you could do?
I wish I could take more risks. I am wild, sure. But I have my son who is now 15 and Giovanni needs his mom.
What’s next?
I am always full of ideas. Whatever I do, I do it with diligence and perseverance. I am in the middle of a few exciting projects at the moment so stay tuned for exciting things to come.
